The run down

Dr. Martens is a brand built on attitude, and in a shop that attitude is impossible to miss. Online, it was getting a bit lost. The brief was to fix that: come up with ideas that make the digital experience as good as walking into a store.

This wasn’t a website redesign. It was a set of ideas, designed and pitched to the people who decide where a company puts its energy. I worked up 11 concepts across the whole journey, each one built to bring more of the brand’s personality into how people browse, buy and learn. I also gave the brand language a bit more care along the way, so it felt considered rather than just stamped on.

One of the concepts is all about the human touch: putting the artisans front and centre. The people who make the boots are a big part of what makes them special, so the idea gives them proper space for their story and design thinking, with a way to buy what they’ve made. You could also dig into the materials and process, with short videos and soundbites explaining the small details.